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Brand new Image: a case study of engagement on Instagram during Melodifestivalen in Kristianstad
Kristianstad University, Faculty of Business, Avdelningen för ekonomi.
Kristianstad University, Faculty of Business, Avdelningen för ekonomi.
2018 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Place branding is complex, and marketers need to find new ways in order of place branding. This thesis concerns communication on social media during an event, and its influence of place brand image. Place brand image is a very wide and complex concept. Therefore, this thesis focuses on three place attributes, namely, people, place, and pulse.

 

The research purpose is to explore engagement on social media and how that may influence a place brand image. The thesis focuses on visual content in frame of Instagram feeds during an event. The context of this thesis is a case study of Melodifestivalen in Kristianstad. Through a qualitative research approach, Instagram posts were selected and analysed. Moreover, two focus groups were conducted to gain an additional perspective of how the participants perceptions of the city image communicated on Instagram and how the selected Instagram posts may contribute to the image of Kristianstad.

 

Findings reveal that a city gains attention during an event to promote the city. By using an event as a marketing tool influence a place brand image to a favourable place by representing a allured city centre. Furthermore, the findings reveal that content created during an event is beneficial for a city.  This thesis adds insights to the field of event marketing being used as place branding. The main contribution of this thesis is understanding that an event can successfully be used as a marketing tool to influence a place brand image by stimulating engagement on Social media. 

Place, publisher, year, edition, pages
2018. , p. 63
Keywords [en]
Place brand image, place attributes, engagement, Instagram, event
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hkr:diva-18824OAI: oai:DiVA.org:hkr-18824DiVA, id: diva2:1263007
Subject / course
International business and marketing
Educational program
Degree of Bachelor of Science in Business and Economics
Presentation
2018-06-01, Högskolan Kristianstad, 10:00 (English)
Supervisors
Examiners
Available from: 2018-11-14 Created: 2018-11-13 Last updated: 2018-11-14Bibliographically approved

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fulltext(9449 kB)197 downloads
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10605e42f4b56d62b35af3d5c0fbc7f942ea745e4bea5d286a9d77f18a363112d71d429f4d3fb3b00d2ef595e840c9a2fd583eca71c91aa7a6b353cf38d955ea
Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf